Eggs are back as Brits ‘breakfast smarter’

  • New report reveals surge in egg consumption driven by younger consumers, health trends and global meal inspiration
  • UK egg consumption has risen by 4.5 billion over the past 20 years

Brits are ‘breakfasting smarter’, with eggs enjoying a resurgence at the start of the day, according to a new report[1] highlighting changing eating habits across the UK.

The research points to a shift back to eggs at breakfast, both at home and when eating out, as consumers look for more natural, nutrient-dense foods and cut back on ultra-processed options. At the same time, the growing popularity of breakfast and brunch culture is helping to fuel demand across the hospitality sector.

The humble egg is now firmly back in favour. Shoppers are increasingly recognising the nutritional benefits of eggs, particularly as interest in high protein foods grows, while their versatility is driving appeal – from comforting classics like scrambled eggs on toast, to globally-inspired dishes like shakshuka. Social media is accelerating the trend, inspiring consumers to experiment with new flavours and cuisines at home.

Younger generations leading the trend

The resurgence is being driven by younger consumers, with Millennials and older Gen Z shoppers embracing eggs as a modern, nutrient-rich food.

  • UK egg consumption has risen by 4.5 billion eggs over the past 20 years[2]
  • Retail sales grew by an estimated 10% in 2025
  • Among 28–34-year-olds, consumption per buyer has increased 22.6% since 2023 and more than doubled since 2008[3]
  • Among 35–44-year-olds, consumption has risen 16.5% since 2023 and 68% since 2008

Midweek breakfasts on the rise

The report identifies a shift towards midweek egg breakfasts as busy consumers prioritise convenience, health and satiety – the feeling of fullness after eating.

Nearly 6 in 10 (58%) egg breakfasts now take place during the week[4], up 8% year-on-year and accounting for 92% of total growth in egg breakfasts.

According to a 2026 survey of more than 2,200 UK consumers[5]:

  • 43% want breakfasts that are filling
  • 35% prioritise health
  • 32% cite ease as a key factor
  • 27% say speed is essential

More than half (57%) say they choose eggs because they are quick to cook.

Quick, simple options such as eggs on toast have reached a five-year high in consumption[6], while more adventurous dishes are also gaining traction. One in five consumers now regularly make French toast at home, rising to 27% among 18–24 year-olds, while a third would attempt Eggs Benedict.

Health trends reshaping breakfast

Changing attitudes towards health are also playing a role. As concern around ultra-processed food grows, many consumers are rethinking their breakfast choices. Recent data shows a shift towards more natural options:

Change in breakfast occasions (UK)[7]

  • Yoghurt: +207 million
  • Fruit: +91 million
  • Eggs: +79 million
  • Cereals: -93 million
  • Cakes & pastries: -16 million
  • Chocolate spread: -14 million

Protein, wellbeing and weight-loss

Eggs are benefitting from the growing ‘protein-first’ mindset, with 43% of consumers increasing their protein intake in the past year, rising to 62% among 16–34 year-olds[8].

There is also increasing awareness of the wider benefits of breakfast with studies suggesting regular breakfast consumption can support improved mood, attention, memory and overall cognitive function[9].

Dietitian Nichola Ludlam-Raine said “Some breakfast cereals can be higher in sugar and lower in protein, which may not be as filling. Including a source of protein at breakfast can help support more balanced energy levels throughout the morning. Eggs are a good example, providing protein as well as nutrients like choline and omega-3 DHA, which play a role in brain function.

“Higher-protein foods, such as eggs, are also thought to support satiety by influencing hormones like GLP-1 and PYY, helping us feel fuller for longer. This can reduce the likelihood of snacking and support weight management as part of a balanced breakfast.”

Together, these trends point to a broader shift in how Brits are approaching breakfast, with eggs firmly positioned as a modern, versatile and nutritious choice for the day ahead.

Sources

  1. Breakfast Smarter Report from the British Egg Information Service, published April 2026: https://www.egginfo.co.uk/trade/research-reports/breakfast-report ↩
  2. British egg industry data https://www.egginfo.co.uk/egg-facts-and-figures/industry-information/data ↩
  3. Kantar Worldpanel, 52 w/e 29 December 2024 ↩
  4. Kantar 52 w/e 29 December 2024 vs 52 w/e 31 December 2023 ↩
  5. Obsurvant poll of 2,224 respondents on mobile and desktop devices, 12–16 February 2026 ↩
  6. Kantar Worldpanel, 52 w/e 29 December 2024 ↩
  7. Kantar, 52 w/e 29 December 2024 ↩
  8. Research by Ocado and Savanta in March 2025 ↩
  9. Derbyshire E (2026) Eggs and Associated Nutrients: Implications for Brain Development and Function From Conception to Early Adulthood: A Narrative Review. Nutrition Bulletin 0: 1–21. Available at: https://onlinelibrary.wiley.com/doi/10.1111/nbu.70042. The Effects of Breakfast and Breakfast Composition on Cognition in Children and Adolescents: A Systematic Review – PubMed. Is the frequency of breakfast consumption associated with life satisfaction in children and adolescents? A cross-sectional study with 154,151 participants from 42 countries – PubMed. ↩